TAG Heuer and Kith have joined forces to create a collaboration that echoes the nostalgia of a bygone era. Introducing the TAG Heuer Formula 1 × Kith collection, it pays homage to the iconic TAG Heuer Formula 1 Series 1 from 1986.

Yet this collaboration is more than just a fashionable reimagining, but a journey back to the roots of many collectors’ love affair with timepieces. For Ronnie Fieg, founder of Kith, it was his gateway into watch collecting.

Said Fieg in a statement, “The TAG Heuer Formula 1 Series 1 in red and black was my very first watch, the timepiece that helped me express the unique style that’s now manifested itself in Kith. It was an honor for me to be able to play a part in bringing TAG Heuer’s Formula 1 Series 1 back to life.”

TAG Heuer Formula 1 × Kith: A First Collaboration

The TAG Heuer Formula 1 Series 1 watches were launched in 1986 and were designed to embody the thrill and precision of Formula 1 racing. Overtime, these timepieces quickly gained recognition for their sporty aesthetics and their bold design elements, including vibrant colors, robust cases, and distinctive bezels with prominent numerals. 

They were equipped with quartz movements, fuss-free and fun, and perhaps to a certain degree, meant to be in likeness to the fast-paced world of motorsports, with accuracy and reliability.

In keeping to that identity, TAG Heuer stayed true to its heritage while embracing modern advancements for the new Series 1, such as outfitting it with upgraded materials such as sapphire crystal and a steel case (the originals were in plastic).

Kith takes over the visual elements. From bold color-blocking to monochromatic looks, including a reworked logo merging Kith and Heuer, they’ve made a timepiece that resonates with both vintage charm and contemporary allure. Additionally, the dial incorporates Kith’s slogan “Just Us,” as a homage to Fieg’s close-knit circle of family and friends.

Julien Tornare, CEO of TAG Heuer, emphasizes the significance of this revival, noting how the original Formula 1 watch was a pivotal moment in TAG Heuer’s history. “The rebirth of the original TAG Heuer Formula 1 watch is something the collector community has been clamoring after for years,” he said in a statement.

“The first to wear the TAG Heuer name, [Formula 1] introduced a generation of collectors to our commitment to making premium timepieces at the intersection of culture and motorsports.” 

10 New Formula 1 Series 1 Timepieces

In total, there are 10 new watches available, offered in either stainless steel bracelet or rubber bracelet editions. Seven of these watches are exclusively designed for Kith, with each paying homage to a specific store within its global network.

These watches feature vibrant color schemes such as sports-car red, black-and-yellow, and a green-yellow-red version, reminiscent of a rare 1980s iteration created in collaboration with Japanese F1 driver Ukyo Katayama. Other color options include cream and matte black. Each of these exclusive iterations is limited to 250 pieces.

Kith’s exclusive models also include two versions with steel bracelets featuring blue bezels and one with a green bezel, limited to 350 pieces each. TAG Heuer offers two exclusive models, limited to 825 pieces each, boasting vibrant blue and green accents on the bezel and strap, complemented by a black PVD case and a black dial.

The first edition will be launched in-store only in Miami on May 3rd, followed by a global launch on May 6th. One of the highlights of the collection is a collaborative model between TAG Heuer and Kith, limited to 1,350 pieces.

This model features a classic black bezel with red accents, presented on a steel bracelet with an eggshell dial reminiscent of vintage versions from 1986, blending modern features with vintage charm.

Also available in an exclusive box-set are all 10 limited-edition watches that are limited to 75 sets, and priced at CHF 18,800. Explore the full collection here.

Tech Specs: TAG Heuer Formula 1 × Kith

Movement: Quartz
Functions: Hours and minutes; central seconds; date
Case: 35mm; stainless steel; water-resistant up to 200m
Dial: Eggshell dial with red minute-scale; black dial with blue minute-scale; black dial with green minute-scale; black dial with multi-colored minute-scale; white dial with red minute-scale (Tokyo); yellow dial with white minute-scale (Toronto); pink dial with gray minute-scale (Miami); blue dial with gray minute-scale (Hawaii); eggshell dial with green minute-scale (Paris); white dial with blue minute-scale (Los Angeles);
Strap: Rubber or stainless steel bracelet
Price: CHF 1,500 each; CHF 18,800 for collectible box-set
Availability: Limited to 1,350 pieces (1986-remake); 825 pieces (green and blue models); 250 pieces (global network); 75 pieces (box sets)